Sosyal Müşteri Yolculuğu Haritası: İletişim Ajansları Üzerine Bir Araştırma
| dc.contributor.author | Cudi Kaan Okmeydan | |
| dc.contributor.author | IŞIK ÖZKAN | |
| dc.contributor.author | Okmeydan, Cudi Kaan | |
| dc.contributor.author | Özkan, Işık | |
| dc.date.accessioned | 2025-10-22T16:05:09Z | |
| dc.date.issued | 2023 | |
| dc.description.abstract | Bu çalışmanın amacı iletişim ajanslarının sosyal müşteri yolculuğu kavramına yönelik bilgi ve tecrübeleri hakkında derinlemesine bilgi edinmektir. Çalışmada fenomenolojik bir araştırma deseninden yola çıkarak Türkiye çapında faaliyet gösteren iletişim ajanslarında çalışan on bir uzman ile yarı yapılandırılmış mülakatlar gerçekleştirilmiş ve oluşturulan temalar betimsel analize tabi tutulmuştur. Ortaya çıkan bulgular, sosyal müşteri yolculuğu planlama sürecinde ajans-marka iş birliğinin son derece önemli olduğunu göstermiştir. Planlama aşamasında ajansların müşteri yolculuğu haritası oluşturarak süreci görselleştirdikleri saptanmıştır. Buna ek olarak planlama aşamasında müşterilerin karşılaşabileceği bütün sorunların önceden tahmin edilerek çözümler üretildiği tespit edilmiştir. Müşterilere daha iyi deneyim sunabilmesi adına çeşitli çevrimiçi takip ve raporlama yazılımlarından destek alınarak onların sosyal medya ve web sitelerindeki hareketlerinin izlenip raporlandığı ortaya çıkmıştır. Ortaya çıkan bir diğer önemli bulgu ise müşterilere daha iyi deneyim sunabilmek ve etkileşimi en üst seviyeye çıkarabilmek adına ajansların ve markaların yapay zekâ destekli otomasyon sistemlerine yatırım yapmalarının zorunluluk haline geldiğidir. | |
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| dc.identifier.doi | 10.17829/turcom.1195774 | |
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| dc.relation.ispartof | Türkiye İletişim Araştırmaları Dergisi | |
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| dc.source | Türkiye İletişim Araştırmaları Dergisi (Online) | |
| dc.subject | İletişim-İşletme-Halkla İlişkiler | |
| dc.subject | Halkla İlişkiler | |
| dc.subject | İşletme | |
| dc.subject | İletişim | |
| dc.title | Sosyal Müşteri Yolculuğu Haritası: İletişim Ajansları Üzerine Bir Araştırma | |
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| gdc.oaire.keywords | İletişim ve Medya Çalışmaları | |
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